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(Montgomery, Ala.) – The College Savings Plan Board of Directors recently
voted to change the name of the direct sold portion of the Alabama Higher
Education 529 Fund to CollegeCounts 529 Fund. The name-change is part of a
rebranding initiative for the direct sold portion of the college savings plan that
continues to be professionally managed by a national firm.
Red Square Agency, a Mobile based firm, conducted extensive research as part
of the new name development. CollegeCounts 529 Fund scored high in a variety
of attributes including trustworthiness, stability, likability and other characteristics
important to the Fund.
The statewide campaign using the fundʼs new name launched Sept. 14.
Comprised of print and interactive advertising, sales collateral and two 30-second
television spots, the campaign uses humor to position the college savings plan
as a smart gift by juxtaposing it against other gifts given to children.
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